Production
https://prod.org.br/doi/10.1590/S0103-65132008000200010?lang=en
Production
Article

Uma nova abordagem para o marketing industrial das PMEs: resultados de uma pesquisa-ação

A new approach to the industrial marketing: an action research study

Pereira, Giancarlo Medeiros; Borchardt, Miriam; Geiger, Albert

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Resumo

Este trabalho apresenta o processo de estruturação da "Feira Reversa", a qual se revelou uma excelente alternativa na criação de espaços de prospecção para as PMEs (empresas de pequeno e médio porte) junto aos fornecedores de primeiro e segundo nível da indústria automotiva, assim como de outros setores empresariais. Ademais, o referido evento igualmente se apresenta como uma ótima opção passível de ser aplicada pelas grandes organizações para a identificação de novos fornecedores de pequeno e médio porte.

Palavras-chave

Marketing industrial, gestão de mercados, pesquisa-ação

Abstract

This paper presents the process that generated the "Reverse Trade", a new approach to increase the efficiency of the SMEs´s (Small and Medium Sized Enterprises) prospecting efforts in the automotive supply chain. On the big companies view, the fair is a good option to increase the agility of their purchasing departments, especially among SMEs.

Keywords

Industrial marketing, B2B, action-research

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